Overview

Pipedrive is a sales-focused CRM that helps teams visualize their pipeline, manage contacts and deals, and prioritize activities to close more business. Persona's Pipedrive integration enables automated contact management directly from your workflows — automatically creating and updating person records with verified identity data so your sales team always has accurate, current information.

Benefits

Keep Your CRM Current Without Manual Entry: Automatically create or update Pipedrive person records when Persona completes an identity verification, ensuring your sales team works from accurate, verified data.

Accelerate Time-to-Contact: Trigger Pipedrive record creation the moment a verification completes so sales reps can act on new leads immediately.

Enrich Records with Verified Data: Populate Pipedrive contacts with structured, verified fields — name, email, phone, organization, and custom attributes — sourced directly from Persona rather than self-reported form entries.

Support Deal Lifecycle Management: Link person records to organizations and deals so that identity-verified contacts flow directly into the correct pipeline stage.

Reduce Duplicate and Stale Records: Use Persona's workflow logic to check for existing records before creating new ones, keeping your CRM clean and accurate.

Integration Features

Persona's Pipedrive integration enables automation across contact management workflows. Key capabilities include:

• List Persons: Return persons with rich filtering (owner, organization, deal, date range) and optional custom field inclusion.
• Create Person: Add new person records with name, email, phone, organization, labels, and custom fields.
• Update Person: Update existing persons by ID with any writable field.
• Get Person: Retrieve full details of a specific person by ID.
• Delete Person: Remove person records from Pipedrive.

Setting up the Pipedrive integration

Prerequisites

To set up the Pipedrive integration, ensure you have:

• A Pipedrive account with API access
• A Pipedrive API key or OAuth credentials (API key available under Settings > Personal preferences > API)

Setting up the Pipedrive credentials

1. In the Persona Dashboard, navigate to Integrations > Marketplace and click on Pipedrive.
2. Click on Add Credential at the top of the page.
3. Enter a Nickname for Credential in the modal and complete the authorization flow.
4. Once complete, the credential will appear in Persona and can be selected in workflows.

Using the Pipedrive integration in a workflow

1. Create a new workflow, or open an existing workflow you'd like to update.
2. Add a new action step > Integrations.
3. Select the Pipedrive integration and choose your Pipedrive credential.
4. Select the operation you want to run and map Persona data into the input fields.
5. Save and publish the workflow.

Pipedrive Operations Overview

Persona supports multiple Pipedrive API operations for managing person records within your CRM. These actions allow you to automate contact creation, updates, and lookups, ensuring your sales pipeline stays current based on Persona identity events.

See below for a comprehensive list of available Workflow Action steps and possible configurations for the Pipedrive integration:

List Persons

Return a paginated list of persons with optional filtering and custom field support. Use this to look up existing records before creating new ones.

Configuration Steps:

• No required fields.
• Optionally add:
  • Filter ID
  • IDs (comma-separated, up to 100)
  • Owner ID
  • Organization ID
  • Deal ID
  • Updated Since
  • Updated Until
  • Sort By (id, update_time, add_time)
  • Sort Direction (asc/desc)
  • Include Fields
  • Custom Fields (up to 15)
  • Include Option Labels
  • Include Labels
  • Limit (max 500)
  • Cursor

Create Person

Add a new person record to Pipedrive with name, contact details, organization, and custom fields.

Configuration Steps:

• Provide values for required fields:
  • Name
• Optionally add:
  • Owner ID
  • Organization ID
  • Add Time
  • Update Time
  • Emails (array with value, primary, label)
  • Phones (array with value, primary, label)
  • Visible To
  • Label IDs
  • Custom Fields

Update Person

Update the properties of an existing person by person ID.

Configuration Steps:

• Provide values for required fields:
  • Person ID
• Optionally add:
  • Name
  • Owner ID
  • Organization ID
  • Emails
  • Phones
  • Visible To
  • Label IDs
  • Custom Fields

Get Person

Retrieve the full details of a specific person by ID.

Configuration Steps:

• Provide values for required fields:
  • Person ID

Delete Person

Delete a person record from Pipedrive.

Configuration Steps:

• Provide values for required fields:
  • Person ID

FAQs

Can I create Pipedrive deals or organizations from Persona?

The current integration focuses on person (contact) management. Deal and organization creation are not supported at this time.